Instagram Introduces ‘Features’ to Compete With YouTube Through Long Videos

Instagram is testing a new video format called Features, which will allow creators to share longer, widescreen videos on the platform. The new feature aims to help Instagram compete with YouTube and attract creators who make podcasts, comedy shows and other long videos. The test has started with a small group of users in the United States, while some creators in Brazil are also taking part.

The new move shows that Instagram wants to expand beyond short videos and Reels. The company, owned by Meta, is working to give users more options to watch different types of content without leaving the app. The new format may also help creators connect with their audiences through both short and long videos.

Instagram Plans to Support Long Videos Alongside Reels

Instagram head Adam Mosseri reportedly discussed the new feature with the company’s Vice President of Product, Tessa Lyons. Mosseri said he had earlier been concerned that long videos could reduce the time users spend sharing photos, Reels and other content with friends. However, Instagram is now exploring ways to make short and long videos work together.

The new format could be useful for podcasters, comedians and other creators who want to share full-length content. For example, creators could publish a complete podcast or comedy show and also share shorter clips from it as Reels. This could help viewers discover longer videos through short clips and watch the full content on Instagram.

Instagram Expands Video Viewing on Television

Instagram is also working to improve the experience of watching videos on television screens. The company first introduced its TV app with a focus on Reels and later expanded its availability to Google TV, Samsung TVs and Apple TV, in addition to its initial Amazon Fire TV pilot. The Features format could give users more long videos to watch on bigger screens.

The company is also exploring other ways to improve video discovery and viewing. These efforts include helping users find live videos and allowing creators to organise related Reels into series. Together, these changes show that Instagram wants to offer more types of video content and make the platform useful for both creators and viewers.

For now, the Features format is still in its testing stage, and Instagram has not announced when it will become available to all users. The company will need to study user feedback and see how people respond to longer videos before deciding on a wider launch. The move could increase competition with YouTube, but its success will depend on how well Instagram serves viewers and creators.